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Encyclopedia > Evangelism marketing

Evangelism marketing is an advanced form of word of mouth marketing (WOMM) in which companies develop customers who believe so strongly in a particular product or service that they freely try to convince others to buy and use it. The customers become voluntary advocates, actively spreading the word on behalf of the company. Word-of-mouth marketing is a term used in the marketing and advertising industry to describe activities that companies undertake to generate personal recommendations as well as referrals for brand names, products and services. ...


Evangelism marketing is sometimes confused with affiliate marketing. However, while affiliate programs provide incentives in the form of money or products, evangelist customers spread their recommendations and recruit new customers out of pure belief, not for the receipt of goods or money. Rather, the goal of the customer evangelist is simply to provide benefit to other individuals. To meet Wikipedias quality standards, this article or section may require cleanup. ... An affiliate is a commercial entity with a relationship with a peer or a larger entity. ...


As they act independently, evangelist customers often become key influencers. The fact that evangelists are not paid or associated with any company make their beliefs perceived by others as credible and trustworthy.


Evangelism literally comes from the three words of 'bringing good news' and the marketing term justly draws from the religious sense, as consumers are literally driven by their beliefs in a product or service, which they preach in an attempt to convert others. The Four Evangelists, by Jakob Jordaens It has been suggested that Christian evangelism be merged into this article or section. ...

Contents

History

Many people believe Guy Kawasaki, the former chief evangelist of Apple Computer, to be the Father of evangelism marketing. In his book “The Art of the Start and How to Drive Your Competition Crazy” Kawasaki states that the driving force behind evangelism marketing is the fact that individuals simply want to make the world a better place. Guy Kawasaki (born 1954) was one of the original Apple Computer employees responsible for marketing of the Macintosh in 1984. ... Apple Computer, Inc. ...


How to create customer evangelists?

In their book, Creating Customer Evangelists: How Loyal Customers Become a Volunteer Sales Force, Ben McConnell and Jackie Huba outline six steps to creating customer evangelists:


1. Customer plus-delta (Continuously gather customer feedback)


2. Napsterize knowledge (Freely share your knowledge)


3. Build the buzz (Create intelligent word-of-mouth networks)


4. Create community (Encourage communities of customers to meet and share)


5. Make bite-size chunks (Devise specialized, smaller offerings to get customers to bite)


6. Create a cause (Focus on making the world, or your industry, better)


Customer Communities

A strong avenue for evangelists is in the form of customer communities, which bring together groups of users of a product or service to share information and discuss common issues. Some companies assist with such events, for example General Motors' Saturn division in Tennessee organizes an annual summer picnic for thousands of customers. Another example is the Harley Owners Groups (HOGS), organized by Harley Davidson, which associate bikers locally and globally through quarterly and annual meetings held all over the world. Adjective Saturnian Atmospheric characteristics Atmospheric pressure 140 kPa Hydrogen >93% Helium >5% Methane 0. ... Anniversary badge on a 2003 Harley-Davidson The Harley-Davidson Motor Company (NYSE: HOG) is an American manufacturer of motorcycles based in Milwaukee, Wisconsin, United States. ...


See also

Word-of-mouth marketing is a term used in the marketing and advertising industry to describe activities that companies undertake to generate personal recommendations as well as referrals for brand names, products and services. ... Word of mouth marketing is a term used in the marketing industry to descibe activities that companies undertake to generate favorable word of mouth publicity about products and services. ... Scale model of a Wheaties cereal box at a pep rally Promotion is one of the four aspects of marketing. ... Reputation management involves recording a person or agents actions and the opinions of others about those actions. ... Billboards and street advertising in Shinjuku, Tokyo, Japan, (2005) Advertising is drawing public attention to goods and services by promois performed through a variety of media. ... An Apple evangelist, also known as Mac evangelist, Macintosh evangelist, and Mac advocate is a promoter of the Apple Macintosh platform. ... The study of the diffusion of innovation is the study of how, why, and at what rate new ideas spread through cultures. ... Marketing is a social and managerial function that attempts to create, expand and maintain a collection of customers. ... It has been suggested that Apple evangelist be merged into this article or section. ... A Technology Evangelist is a job title given to a person whos job is to assist organizations adopting new technologies. ...

External links

  • Word of Mouth Marketing Association
  • Church of the Customer Blog
  • Micro Persuasion: Consumer Evangelism
  • MarketingSherpa: Evangelism Marketing
  • GNoTE - Global Network of Technology Evangelists

References

  • Huba, J. and McConnell, B. Creating Customer Evangelists: How Loyal Customers Become a Volunteer Sales Force, Dearborn Trade, 2002. ISBN 0793155614
  • L. Forbes et al. (2005). "Typologies of e-commerce retail failures and recovery strategies". Journal of Services Marketing 19 (5): 280–292.
  • Longenecker, C. (2005). "Marketing as a management style". Business Horizons 38 (4): 77.
  • Rules for Revolutionaries by Guy Kawasaki
  • The Macintosh Way by Guy Kawasaki

 
 

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